Using a "Phantom Ingredient" taste test, this article demonstrates how the use of soy labels and health claims on a package negatively biased taste perceptions and attitudes toward a food erroneously thought to contain soy. Consumers who ate products which mentioned soy on the package described the taste more grainy, less flavorful, and as having a strong aftertaste compared to those who ate the product but saw no soy label. Yet, while putting "soy" on a package negatively influenced taste-conscious consumers, when combined with a health claim, it improved attitudes among consumers who are health-conscious, natural food lovers, or dieters. Our results and discussion provide better direction for researchers who work with ingredient labeling as well as for marketers who work with soybean products.
|Number of pages||10|
|Journal||International Food and Agribusiness Management Review|
|Publication status||Published - 2000|
Bibliographical noteFunding Information:
Brian Wansink is Associate Professor of Marketing, of Nutritional Science, and of Agricultural and Consumer Economics, Sea Bum Park is a Graduate Student, Steven Sonka is Professor of Agricultural and Consumer Economics, and Michelle Morganosky is Professor of Agricultural and Consumer Economics all at the University of Illinois. Thanks to generous support by the Illinois Council for Agricultural Research and by the Illinois Soybean Association. The authors extend special thanks to the editor and the two reviewers for their invaluable feedback and guidance at various stages of this research.
All Science Journal Classification (ASJC) codes
- Food Science
- Business and International Management